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Circle K announced a rebrand a few weeks ago and it’s pretty walk-by-ably forgettable. It epitomizes the cheap, convenient, average everyday milk toast motherfucker kind of branding chains like this dream about having, because why have a little bit of quirk and nuance when you can be the most bland thing on the planet? I don’t really know what else to say about it other than it looks exactly like the kind of logo the group below would force their designers to make for them.

But that’s not the worst part. The worst part is the absurd way they tried to justify it. The video below takes the classic “look this logo is made from a bunch of circles and golden spirals” diagram to an entirely new level of pure bullshit. They try to show how the new Circle-K brand just naturally fell out of the alignment of their other four properties, but it’s obvious to anyone with eyes it’s just complete nonsense. Give it a look and tell me you don’t want to die after seeing this.